전통적 소재의 영상미디어를 통한 관광객 태도변화 연구 = A study on Attitude Change of Tourists as Influenced by Media Exposure of Traditional Heritage Contents

다국어 초록 (Multilingual Abstract)

Today many people are attracted to movies and TV dramas showing traditional heritage contents because those visual materials communicate with viewers through various works. Visual media have been using traditional heritage contents adding on modern style such as stylish visualization, vivid narrative and scenes to movies and TV dramas since 2000. This phenomenon has become a key word for mass culture through expanding its potentialities and limits.
Tourists in 21st century prefer experience tourism and they have become more interested in traditional culture. Visual media, therefore, have been producing various styles of movies and TV dramas with traditional heritage contents. The purpose of this study is to know effective relation among attitude change of tourists to traditional culture after the tourists’ exposure to currently rising traditional heritage contents in movies and TV dramas.
This study has tested the gap between attitudes to traditional culture and the exposure to traditional heritage content-based visual media depending on potential tourists’ interest in traditional culture. It is based on the phenomenon of tourists consumption caused by visual media and perception change of traditional culture. It has also analyzed and established by evidence effects on intention to choose traditional culture experience tourism products which is brought by good attitudes to traditional culture by the exposure of visual media.
The results of this study show that movies and TV dramas are properly adjusted to viewers as a source of tourism information on traditional culture.
The hypothesis testing is the following: First, frequency of visual media exposure has differed at levels of involvement of traditional culture. Second, higher involvement of traditional culture has had a positive effect on flow with visual media. Third, frequent exposure to traditional heritage content-based visual media has motivated tourists’ attitudes and preference to traditional culture. Forth, viewers with deeper flow with traditional heritage content-based visual media have had a more positive effect on change in their attitudes. Fifth, after being exposed to traditional heritage content-based visual media, tourists have changed their attitudes to traditional culture according to the involvement of traditional culture.
This study with new tourism researchers’ points of view has looked at traditional heritage content-based movies and TV dramas through analyzing and testing influences on interest in about traditional culture and intention of its experience tourism according to exposure to traditional heritage content-based visual media.
TV dramas give information on traditional culture and are exposed spontaneously to the viewers in daily life. That means they could be the best way of indirect marketing tool to advertise the tourist sites and the traditional cultural contents. In the process of marketing tourism products, movies and TV dramas, based on this study, could be used for effective and basic marketing material as well as development of tourism resource research for attracting tourists to traditional culture. According to the results, many viewers are not only interested in the story but also in the various contents of traditional culture appeared in movies and TV dramas. Korean National Tourism Organization and travel agencies need to participate at the beginning of the production of visual media for segmentation of potential tourism market of traditional culture.
This study is expected to activate and promote domestic tourism with further studies on relations between tourism and traditional heritage content-based visual media. It is also expected to develop cultural tourism marketing with Korea’s own specialization of tourism which can stimulate foreign tourists’ interests and the perception of Korea.

목차 (Table of Contents)

• 제1장 서론 = 1
• 제1절 연구의 배경 = 1
• 제2절 문제의 제기 = 4
• 제3절 연구의 목적 = 5
• 제4절 연구의 중요성 = 6
• 제5절 연구의 구성 = 7
• 제2장 이론적 배경 = 9
• 제1절 전통문화 개념 및 전통문화 관여도 = 9
• 1. 전통문화의 개념적 범위 = 9
• 2. 전통문화의 체험관광상품성 = 12
• 3. 전통문화 관여도(involvement) = 13
• 1) 관여도(involvement)의 개념 = 13
• 2) 관여도(involvement)의 유형 = 16
• 3) 관여도(involvement)의 측정 = 17
• 제2절 영상미디어 노출과 몰입(Flow) = 18
• 1. 영상미디어의 자극 노출과 정보처리과정 = 18
• 2. 미디어 몰입(Flow)의 개념과 측정 = 19
• 1) 몰입(Flow)의 개념 = 19
• 2) 몰입(Flow)의 측정 = 21
• 제3절 영상미디어와 관광소재 = 23
• 1. 영상미디어와 관광소재 관련한 선행연구 = 23
• 2. 전통문화 소재의 영상미디어 = 25
• 1) 전통적 소재의 TV 드라마·영화 현황 = 25
• 2) 전통적 소재 TV 드라마·영화의 촬영지와 관광상품 = 31
• 제4절 관광객 태도의 개념과 변화 = 33
• 1. 관광객 태도의 개념과 구성요소 = 33
• 1) 태도의 개념 = 33
• 2) 태도의 구성요소 = 34
• 2. 관광객 태도의 형성과 변화 = 37
• 1) 태도의 형성 및 변화 유형 = 37
• 2) 태도변화 이론 = 38
• 3) 태도 강화 및 태도변화에의 조건 = 39
• 제3장 연구 방법론 = 41
• 제1절 표본의 설정 및 자료의 수집 = 41
• 제2절 변수의 조작적 정의 = 41
• 제3절 연구의 모형 = 46
• 제4절 연구의 가설 = 47
• 제5절 설문지 구성 = 52
• 제6절 자료 분석 방법 = 53
• 제4장 실증분석 = 54
• 제1절 빈도분석 = 54
• 1. 표본의 인구통계학적 특성 = 54
• 2. 전통문화의 정보원천에 관한 특성 = 56
• 3. TV드라마, 영화의 시청정도에 관한 특성 = 57
• 4. 사극 선호도와 전통문화 관심콘텐츠에 관한 특성 = 58
• 제2절 측정항목의 타당성 및 신뢰성 분석 = 59
• 1. 관여도 및 몰입정도의 신뢰성 분석 = 59
• 2. 전통문화에 대한 관광객 태도변화의 타당성 및 신뢰성 분석 = 61
• 제3절 관여도의 군집분석 = 62
• 제4절 가설의 검증 = 63
• 1. 가설 1 검증 = 63
• 2. 가설 2 검증 = 64
• 3. 가설 3 검증 = 65
• 4. 가설 4 검증 = 66
• 5. 가설 5 검증 = 67
• 제5장 결론 = 68
• 제1절 연구의 요약 = 68
• 제2절 결론 및 시사점 = 71
• 참고문헌 = 73
• 설문지 = 79
• ABSTRACT = 85